Can Healing, Tourism, and Peace Be Restored in a Wounded Land?
Suhail Khan
Kashmir, a land that was progressing and moving toward development—where peace, prosperity, and happiness had become new slogans, soaring to new heights with thriving businesses and a changing landscape—saw its dreams shattered on Tuesday, April 22. The paradise was stained, and Kashmir’s resurgent dreams drowned in blood when terrorists killed 28 tourists in the health resort of Pahalgam, a place where visitors sought peace and natural beauty.
What remains in Kashmir now?
Can tourism truly be revived? Can peace ever prevail again? Will Kashmir witness the same tourist footfall that revitalized its tourism sector in recent years?
Every individual in Kashmir is deeply hurt, in shock, and bowing their heads in sorrow. One question lingers: Why do these terrorists, enemies of peace, lack any semblance of religion?
Kashmir, which has been in crisis for decades, had shown tentative signs of recovery following years of conflict, political turbulence after the revocation of Article 370 in 2019, and pandemic-related restrictions. Tourism, the backbone of its economy, experienced a revival. Official records indicate that over 21 million tourists visited the region in 2023—a historic high—with numbers climbing to 23.6 million by 2024.
Accommodations reached full capacity, pushing visitors into homestays. Hospitality giants expanded operations, and major investors like Abu Dhabi’s LuLu Group poured money into new ventures, including a hypermarket in Srinagar.
Gulmarg, a premier skiing hub, saw renewed development, with tourist footfall breaking all previous records.
Economic Momentum… But for How Long?
Beyond tourism, Sopore’s apple market—Asia’s second-largest after Delhi’s Azadpur—flourished. Veteran trader Zahwoor Ahmad noted, “With reduced unrest, we now have 1,000 traders active.” The market reported a ₹7,000 crore annual turnover in 2024, supporting communities across multiple districts. Border regions like Gurez and Keran emerged as tourist attractions, while Jammu and Kashmir positioned itself as a hub for luxury travel, weddings, and business events.
Tourism’s share in the region’s GDP grew from 7.84% (2019-20) to 8.47% (2022-23). PM Modi announced ₹6,400 crore in infrastructure projects during a Srinagar rally. Yet, this progress relied on an unspoken bargain: sustained peace as the foundation of growth.
Now, with this deadly attack, Kashmir is once again in shock. Can businesses continue to run smoothly?
Some business experts, in a conversation with Kashmir Despatch, expressed growing concern about the impact on commerce, particularly the major setback to the tourism sector. However, they remain hopeful, saying, “With faith in the Almighty, Inshallah, we will rise again—this too shall pass.”
One expert commented that while it was heartbreaking to see tourists leaving Kashmir, their pain is understandable. “We hope they will return and enjoy their time here just as they did in the past,” he added, emphasizing that the coming months will be crucial for tourism and other sectors.
“While the current situation is devastating for our tourism industry, we believe that Kashmir’s resilience will shine through. Our past experiences show that we can bounce back stronger. It’s essential for us to work together and support each other during these challenging times,” said Zahid Ahmad, Managing Director of Qureshi Travels.
“Safety and stability are paramount for attracting tourists back to our beloved Kashmir. We will do everything in our power to ensure our customers feel secure when they visit, and I believe that by focusing on quality service and hospitality, we can restore their confidence,”* stated Raza Khan, CEO of Paradise Tours.
Meanwhile, Delhi agencies reported a 90% cancellation rate for trips to the region. Gaurav Rathi of Swan Travellers cited 25 canceled bookings, while Kartik Verma of Good Guide Tours shared that clients were refusing to “gamble with safety.” Non-refundable reservations have further exacerbated the crisis.
The attack, the deadliest since the Pulwama incident in 2019, has raised questions about Kashmir’s stability. As investors and families weigh the risks, the region faces a pivotal moment—one that demands resilience, trust, and decisive action to protect its fragile revival.
With some hope still alive, and in order to send a message of unity, domestic tour operators from Maharashtra have decided not to cancel any tourist bookings to the Kashmir valley in the aftermath of the Pahalgam terror attack.
“An emergency meeting of the Maharashtra Tour Operators Association was held, during which we unanimously decided that no one will cancel any tours,” said Abhijeet Patil, chairman of Raja Rani Travels, one of the reputable travel agencies from Maharashtra.
He made this statement at a joint press conference with leaders of several tourism and trade bodies following a condolence meeting.
Patil emphasized that the tour operators want to convey a message to those who are attempting to create divisions among the people.
“We will assist tourists in every possible way, but we will not cancel any tours,” he added.
However, Patil stated that Tuesday’s attack is a blot on humanity and that “we stand together to condemn it.”
Suhail Khan is a filmmaker, content writer, and freelance journalist.
